Can luxury brands get you hired? The effects of luxury brand use on perception of competence and warmth in a job application situation

Abstract

This study investigates the effects of luxury brand use on the perceived competence and warmth in a job application situation. It was hypothesised that a job applicant who uses luxury brand would be perceived as more competent, especially by female raters. It was also hypothesised that a job applicant who uses luxury brand would be perceived as higher in warmth, especially among female raters. Eighty-seven undergraduate students rated a resume of a female job applicant, who either carried a brand name (Louis Vuitton or Chanel) or no brand handbag in terms of her competence and warmth. Findings revealed a significant main effect of brand on the perception of competence, but only in Louis Vuitton condition. Specifically, a female job applicant who used a Louis Vuitton handbag was rated as lower in competence than in no brand condition. There was no significant interaction of gender and brand on the perception of competence or warmth, indicating that women and men did not differ in how they perceived female job applicant with luxury brands and those who did not. Implications of the findings are also discussed.